Available events and parameters for Travel Ads

Last updated: March 2026

Events are actions taken on your website, like viewing a hotel or booking a flight. Parameters are properties that can be paired with any event to impact campaign performance. While not all are required, all are recommended to improve performance. Different parameters are needed depending on the type of catalog you choose.


This article lists the required and recommended events and parameters for Travel Ads.

Required events for Travel Ads

To enable Travel Ad solutions, the TikTok Pixel and/or Events API must be configured to pass back at least the three standard events to align with key stages of the customer journey:

Event

How it's used

View Content

The View Content event should be setup for any page or content that indicates intent or interest in the product or service.


Depending on your website this may be all or most pages (depending on the customer journey and the website map). Some examples of pages where it might not be necessary include: home page, travel guides, FAQ etc.

Search

Search result pages to report the products or offers searched.

Purchase

Booking confirmation pages to report the products that were purchased.

Notes:

  • Although only the 3 events listed above are required, we recommend including any event that is part of the user journey on your website (for example: Add to Wishlist, Initiate Checkout).

Available parameters for Travel Ads

Each of the 3 standard events has required and recommended parameters to pass back with the content_ids or contents.content_id object, which is used to match events to the catalog.


The content_ids information must be passed in one of the following two formats:


Type

Description

Example

content_ids

Single string or array of content_ids

The specific content ID of a product or product group in your catalog. Remember to include the letter "s" at the end of content_ids.

['1234','5678']

contents.content_id

String

Part of contents object type. See documentation.

The specific content ID of a product in your catalog and sub-object information.

'1234'

Additionally, we recommend including the content_type parameter to specify the catalog and content type. Acceptable values are:

  • hotel

  • flight

  • destination

Note: Your parameter values must match the corresponding values used in your catalog for full effect. For content_id, make sure the value aligns with the following catalog fields:

  • Hotel catalog: Match content_id to the hotel_id field.

  • Flight catalog: Match content_id to the combination of origin_airport and destination_airport, using a standardized IATA airport code (for example, SFO:JFK)

  • Destination catalog: Match content_id to the destination_id field.